Rebekah Cancino is a content strategist who uses digital insights and smart strategy to help people tell brand stories, shout organizational purpose from the rooftops, captivate audiences, and generate revenue. She lives in Downtown Phoenix, AZ with her mischievous beagle, Pomar Jackson.

Content strategists spend a lot of time talking about change. It’s not shocking: most organizations bring us in when something new is being built, or something old is broken. “How can we make this work?” they ask. “How can we bring order to this mess?”

I’d never thought of myself as a narcissist before, but then I'd never seen insecurity as a sea of selfishness either. The truth is, undeneath all that self-doubt and desire to hide my work until it is polished to perfection was that same old need to win the approval of others.

No one wants to be that person who talks like an expert, but operates
like an amateur. God forbid anyone should think of our work as, dare I
even say it—mediocre. It’s like a dirty word. So how do we avoid such a
terrible fate? What does it take to close that gap between just average
and exceptional?

Storytelling
can be a magical tool for building brands, engaging audiences, and
tapping into our emotions like no other. After all, people don't fall in
love with businesses, they fall in love with the way brands make them
feel. So why not use the power of
storytelling to enhance the overall experience and bring life to even the most mundane but necessary user processes?